PR
Events
Product
Branding
Positioning View Activities as a premium lifestyle and hospitality brand
Year
2023-2026
Industry
Tourism, Events
Scope
Context
View Activities aimed to reposition itself as a premium lifestyle and hospitality brand connecting tourism, events, and local experiences. The company needed stronger brand consistency, greater digital visibility, and a clearer communication strategy to support audience growth, increase bookings, and strengthen its positioning across the tourism and events market.
Challenges
Brand Awareness
View Activities lacked a strong and unified brand identity capable of connecting all its products cohesively. One of the main challenges was repositioning the brand into a more premium and recognizable lifestyle experience while creating consistency across digital channels, campaigns, and customer touchpoints.
Fighting the Stigma
Pole dance and aerial arts are still heavily affected by stereotypes and misconceptions, often being reduced to superficial perceptions rather than being recognized as artistic and athletic disciplines. One of the key communication challenges was repositioning these practices within the community.
Seasonality & Retention
Tourism in the Algarve is heavily seasonal, with significant fluctuations in demand throughout the year. One of the key challenges was maintaining audience engagement, visibility, and bookings during off-peak periods, while creating stronger emotional connection with both tourists and local audiences.
Community & Trust Building
Beyond audience growth, another key challenge was building a strong network of strategic partnerships capable of strengthening the brand’s visibility and credibility within the local ecosystem - including venues, hotels, local businesses, wellness spaces, and corporate clients.
Goals
Increase brand awareness and strengthen View Activities’ positioning within the Algarve lifestyle and hospitality market
Grow social media engagement, audience retention, and booking conversions across digital channels
Reposition pole and aerial arts through more elevated, community-driven storytelling
Build a strong network of local partners, venues, hospitality businesses, and corporate collaborations
Reduce seasonality impact by creating year-round visibility and audience engagement
Strengthen the brand’s perception as a premium lifestyle, wellness, and events experience rather than a transactional tourism service
Approach
Developed an integrated communication strategy combining social media, PR, partnerships, events, and performance marketing to reposition View Activities as a more premium, community-oriented lifestyle brand within the Algarve market. The strategy focused on creating stronger emotional connection with audiences while increasing visibility through local collaborations, storytelling-driven content, and strategic positioning within tourism, wellness, arts, and hospitality ecosystems.
Digital Marketing Strategy
Implemented a multi-platform communication strategy across Instagram, website, email marketing, blog, and paid media channels, adapting messaging and content formats to different audiences and customer journeys.
The strategy combined lifestyle storytelling, events, wellness, community experiences, pole and aerial arts education, behind-the-scenes content, and local culture to strengthen emotional connection and brand positioning.
Alongside organic growth initiatives, paid media campaigns (Meta Ads and Google Ads) were developed to increase visibility, engagement, and booking conversions. Performance was continuously monitored through analytics, audience segmentation, and A/B testing, allowing optimization of creatives, messaging, and targeting strategies based on user behavior and campaign results.
Developed outreach initiatives focused on building long-term partnerships with venues, hotels, wellness spaces, local businesses, and corporate partners. The objective was to create a stronger collaborative ecosystem capable of expanding audience reach, increasing credibility, and generating new business opportunities through shared experiences and cross-promotional initiatives.
PR, Events & Local Positioning
Supported local brand visibility through PR initiatives, influencer collaborations, and participation in lifestyle and regional events across the Algarve. This included communication around arts events, wine experiences, weddings, wellness gatherings, and regional business fairs to strengthen brand presence within the local community and tourism ecosystem.
These initiatives helped position View Activities beyond traditional tourism communication, associating the brand with creativity, lifestyle, movement, and premium local experiences.
One of the main strategic decisions was consolidating the business under a stronger and more cohesive View Activities identity, bringing together experiences across pole, aerial arts, entertainment, events, and hospitality under a single positioning. Instead of promoting disconnected services, the communication shifted toward what connected them all: memorable experiences, emotional impact, premium service, and the “wow factor".
This repositioning helped create a clearer brand narrative capable of supporting both B2B and B2C audiences while strengthening recognition and consistency across all communication channels.
Product
Description
Pole with a View
Premium pole and aerial experiences focused on movement, wellness, empowerment, and unforgettable moments
Entertainment with a View
Curated entertainment experiences for weddings, private events, hospitality, and corporate activations
Movies with a View
Open-air cinema and immersive event experiences designed to bring people together through storytelling and atmosphere
Redefining and restructuring several service offerings to better align with audience expectations, customer experience, and business positioning. This included reviewing service formats, pricing structures, experience flows, timing, included features, and package organization across different verticals such as events, entertainment, and hospitality experiences.
Customer feedback, booking behavior, partnership insights, and communication performance were continuously analyzed to help shape more intuitive, premium, and experience-oriented offerings. The goal was to simplify decision-making for customers while creating more scalable and commercially attractive services for both B2B and B2C audiences.
The website was completely restructured to better reflect audience needs and decision-making journeys. Previously organized by product categories, the new structure shifted toward experience-led navigation focused on user intent and situations:
Are you planning a wedding?
Looking to celebrate a special moment?
Searching for entertainment for a private or corporate event?
Looking for recurring classes or wellness experiences?
This allowed users to navigate more intuitively based on their needs rather than internal business divisions, improving clarity, accessibility, and conversion opportunities while reinforcing the premium lifestyle positioning of the brand.
Reorganizing how the brand presented its services and commercial offerings across different audiences and business contexts. Communication materials such as brochures, one-pagers, presentations, and partnership documents were redesigned and segmented according to use cases and target stakeholders.
Rather than using generic communication assets, materials were tailored depending on the audience:
Wedding planners
Villa and hotel managers
Corporate clients
Event organizers
B2B partnerships
Direct consumer experiences
This approach created more personalized and relevant communication flows, helping simplify the sales process, improve partnership outreach, and position the brand more professionally within the hospitality and events ecosystem.
Results
Increased Instagram audience by 30% within 1 year through organic content strategy, paid campaigns, and community-driven storytelling
Generated 200K+ impressions through Meta Ads awareness campaigns while improving CTR performance by 3.73% through audience segmentation and A/B testing
Achieved a 50% year-on-year increase in event entertainment bookings through integrated digital marketing, PR, partnerships, and local positioning initiatives
Built a growing ecosystem of hospitality, tourism, and event partners, including hotels, villas, restaurants, wedding planners, and corporate collaborators across the Algarve
Secured visibility through regional PR coverage (Tomorrow, Algarve Inside, Portugal Resident) and local partnerships, strengthening brand awareness across both B2B and B2C audiences
Contributed to establishing 3+ recurring public cinema venues and expanding the brand’s positioning within the Algarve lifestyle, tourism, and events ecosystem
Reflections
What the project demonstrated
This project demonstrated the importance of unified branding and experience-driven storytelling in transforming a service-based business into a stronger lifestyle-oriented brand. It reinforced how strategic communication, partnerships, events, and community-building can work together to create long-term visibility, stronger customer relationships, and a more differentiated positioning within a highly competitive tourism and hospitality market.